Coors Brewers is turning to the most popular flavours in the premium packaged spirits sector and combining them for the latest addition to its Reef range. Lemon and lime account for 30% of off-trade volume sales in the PPS market and the brewer is mixing the two for its latest variant. Reef Lemon and Lime will hit shelves at the end of this month with the aim of building on the growth of the brand. The category is one of the fastest growing sectors in the off-trade with sales up 40% a year [ACNielsen, 12 months to February] and the total category is worth an estimated £1.5bn. Brand director Des Johnson said: "We are confident that Lemon and Lime will have an immediate impact and will help the brand to continue to outpace the growth of the market." Coors is backing the range with £9m this year, of which £7m is being spent on advertising. {{DRINKS }}